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Capture

basics
Industry: Retail & Distribution
Media:TV & Cinema
Market:Thailand
Style: Minimalism
descriptioncnen
EntrySummary

Unofficial police-checkpoints are common across Thailand. The unique insistence of Thai police on being overly inquisitive and nit-picky when questioning drivers is seen as a running joke amongst Thais. Thus, we used this culturally-unique and fussy behavior of Thai policeman to illustrate the product’s capacity to block oil and fat to the body. Entertainment value is enhanced with word play, a unique past time that Thai’s enjoy as part of everyday conversations.
BriefExplanation

To break through the clutter of generic weight loss demonstrations and claims in the market, Verena turns the straightforward proposition of an ingestible fat binding supplement into a very literal yet unexpected demonstration of efficacy that ‘captures the fat’.The idea is brought to life through a narrative that compares the working of the supplement to that of a vigilant highway policeman. The ‘inside’ story unfolds through a series of entertaining word play and dramatizations from the moment Sure supplement is ingested by local celebrity Woonsen, in which all fat passing through her mouth is captured and unable to pass through to any other part of her body.
credit
Brand:
Agency:
Executive Creative Director:
Copywriter:
Art Director:
Account Supervisor:
Production Company:
Producer:
Director:
Other credit:Entrant Company: McCANN WORLDGROUP, Bangkok, Thailand
Creative Group Head, Suramanas Juntima, McCANN WORLDGROUP
Production Group Head, Siriwan Bamrungphol, McCANN WORLDGROUP
Business Director, Jirapa Birasiriwatana, McCANN WORLDGROUP
CEO, Yupin Muntzing, McCANN WORLDGROUP
awards
D&AD 2018
Graphite Pencil Digital Marketing
Online Video Adverts
The One Show 2018
Silver Pencil Health, Wellness & Pharma
Film / Long Form
The One Show 2018
Bronze Pencil Health, Wellness & Pharma
Branded Content
The One Show 2018
Merit Film
Online Films & Video / Long Form - Single
The One Show 2018
Merit Moving Image Craft
Craft - Direction / Single
Cannes Lions International Festival of Creativity 2017
Gold Film
Fast Moving Consumer Goods
Cannes Lions International Festival of Creativity 2017
Silver Health & Wellness
Nutraceuticals
Cannes Lions International Festival of Creativity 2017
Bronze Film Craft
Direction
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